Vicy West

  • Sydney 02
Vicy West

Digital marketing professional

Work History

Work History
Jan 2012 - May 2015

Digital Marketing Advisor

Royal College of Midwives
  • Planning, strategy and budget holder for online, cross-functional marketing campaigns.
  • Manage and implement the social media strategy aiming to generate awareness, drive membership and provide engagement with diverse key stakeholders.
  • Lead the creation of online content, turning complex medical information into engaging and simple to understand infographics and multimedia packaging.
  • Manage and monitor social media and online advertising using Facebook and Google AdWords.
  • Copy writing for social media platforms, blogs, email, and web campaigns.
  • Deliver & present online channel analytic reports using Hootsuite, Google Analytics and Adestra.
  • Deliver new CMS, integration of microsites and redesign of website.
  • Content editor for RCM website using Easysite and Drupal CMS.
  • Deliver effective email programme for all stakeholder communications.
  • Plan and carry out student membership recruitment, retention and engagement campaigns to annual targets using social media, SEO and email campaigns.
  • Producing and presenting budgets bids to all levels stakeholders from senior directors to external agencies.
  • Enforce and build upon RCM corporate identity guidelines throughout all communications.
  • Manage relationship with digital and design agencies.
  • Collaborate with other departments and country offices to deliver cohesive plans and best practice workings.
  • Managing interns work tasks and overseeing their development.

Key achievements:

  • Achieving a 49.9% turnout with 82% prepared to strike in the first ever RCM industrial action poll. Planning & implementing a structured and legally adherent online comms plan. Achieving average of 57% engagement on social media posts, driving open rates of email to average of 72% and increasing traffic via social referral by 32%.
  • Improved direct traffic to RCM site from average of 32,000 unique visitors per week to 49,000 using social engagement and email marketing.
  • Brought email system in-house and improved CTR from 13% - 27% average on member communication over 6-month period using A/B testing, segmented messaging and HTML templates.
  • Delivery of redesigned website, integration of microsites, overseeing move to Drupal CMS within an eight month project.
Jan 2010 - Jan 2012

Marketing Officer

Royal College of MidwIves
  • Execute & manage campaign activity from inception, brief, delivery and review.
  • Manage and implement the social media strategy, building followers and providing new content to encourage engagement.
  • Manage online internal community group for health professionals.
  • Co-ordinate marketing content calendar.
  • Website content editor, identifying navigation improvements & managing content creation.
  • Identifying existing company resources and repacking to deliver online content.
  • Deliver email programme.
  • Work with Alliance partners and internal stakeholders to develop new service launches achieve mutual benefits.
  • Copy writing and proof reading for both online and offline channels including members magazine.
  • Manage external suppliers in creation of online adverts and assets.
  • Produce progress & financial reports for online activity, recruitment & promotional activity.

Key achievements:

  • Launched social media strategy with staff guidelines, introducing and attaining support for corporate Twitter and Facebook profiles, growing both successfully to 11k followers with organic methods alone.
  • Introducing a new channel of recruitment via social media and taking the average face-to-face cost per student acquisition from £24 to £7.
  • Attained 75,000 signatures for Protect Maternity Services Campaign with a budget of just £5,000 using mix of social and email marketing.
Jun 2010 - Jul 2010

Marketing & PR Senior Account Executive (temp Contract)

Beattie Communications
  • Drafting and issuing press releases, feature articles, blogs, web copy & e-alerts.
  • Copy writing for various media channels including blogs, social media, press releases and advertorials.
  • Planning and implementing new product communication launches for online release.
  • Maintaining and organising client documentation.
  • Drafting proposal presentations and supporting literature.
  • Undertaking competitor analysis.

Key achievements:

  • Gaining TV, global online & national print coverage with a small budget stunt for Edam cheese at Ascots Ladies Day.
Nov 2008 - Dec 2009

Communications Senior Account Executive

BJL Group
  • Planning & deliver of Marketing & PR campaigns.
  • Planning & deliver of new product/service launches.
  • Producing content calendars for client social networking sites.
  • Content and navigation management for client’s websites.
  • Drafting releases, media briefing kits, feature articles, advertorials & case studies.
  • Organising media desk drops and press conferences.
  • Producing merchandise and marketing material for client stands & events.
  • Proof reading and sub editing.
  • Writing proposals, pitches and delivering new business presentations.

Key achievements:

  • Part of a winning team of 2 who won 7 CIPR Pride Awards for Strength to Change (Hull PCT) and Be Cotsafe (Manchester PCT).
  • Launched Crabbie’s Alcoholic Ginger Beer with a mix of promotions including TV adverts, TV comedy awards sponsorships, interactive online games, radio adverts and nationwide stunt events.
  • Running social media competitions for Lambrini driving an uplift of traffic to website of 34%.
Jun 2007 - Nov 2008

Communications Assistant

SASS Brand Communications
  • Writing, distributing and selling in press releases, advertorials and competitions.
  • Handling media requests for samples, shots and information.
  • Event project management including exhibitions, PR stunts, media visits.
  • Managing and producing campaign budgets & evaluation reports.
  • Preparing contact reports, monthly account reviews & coverage.
  • First point of contact for clients & media.

Key achievement:

  • Creating standout and gaining national media attention both on and offline for a small-scale pet food distributor at the world’s largest dogs show Crufts.
  • Launching Thorntons online Christmas advent gift calendar with an open rate of 79% via email distribution.
  • Driving traffic uplift of 24% to Bottlegreen Drinks Co by holding social media/ press competitions to win chance to play tennis with Pete Sampras
Jan 2004 - Jan 2007

BA Hons Degree Public Relations & Communications

Leeds Metropolitan University
Jan 2002 - Jan 2004

Communications Assistant

Leicester City West Primary Care Trust
  • Content, design & distribution of marketing materials and literature.
  • Contribution to development & content management of first company website.
  • Assisting with design, content, production of annual review & report.
  • Drafting media releases & responding to media enquiries.
  • Drafting articles for the monthly staff newsletter & inputting on design.
  • Arranging large-scale conferences and events.

Key achievement:

  • Smooth delivery of communication to NHS staff in Leicestershire regarding the banding requirements and implications of the Agenda for Change using email, website and direct marketing channels.

Education

Education
Jan 2013 - Jan 2014

Diploma Digital Marketing (Credit)

IDM 

Modules include Social Media, Analytics, Mobile, Website project management, SEO

2007 - 2009

BA Hons Degree Public Relations & Communications

Leeds Metropolitan University
2007 - 2008

HND Public Relations & Business

Leeds Metropolitan University

Technical skils

  • Google Analytics, Radian6
  • Content management systems Easysite, Drupal
  • Hootsuite, Tweetdeck
  • Wordpress
  • iMovie
  • Google Adwords
  • Google Trends, Google Keyword Tool, Google Ad Planner
  • Adestra, Mailchimp
  • Adobe Photoshop
  • Advanced Microsoft Office
  • HTML
  • Sharepoint

Portfolio